Canada-China Year of Tourism 2018 - Destination Canada

[Pages:8]Canada-China Year of Tourism 2018

Overview of Destination Canada's Marketing Plan

November 2017

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Market Context: Introduction

The Chinese Market: What to Know

$1.4B in spending

2nd highest spend in 2016

Access via VACs & air capacity are significantly increasing

26% lift in air capacity

2018 is the Canada-China Year

of Tourism

opportunity to boost presence

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Context

Planning for the Canada Tourism Strategy and the Year of Canada China Tourism 2018

Innovation, Science and Economic Development Canada (ISED) is leading the development of a Canada-China Tourism Strategy which includes a whole of government approach to the Year of Tourism 2018

Destination Canada is working with ISED and the Tourism Industry Association of Canada (TIAC) on plans to capitalize on the initiative in three areas:

1. Whole of Government approach 2. Industry Readiness 3. Marketing

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SMeactrikonet1:CPolancetheoxldt:erMarket Potential

The Potential: More than 10 million Chinese long-haul pleasure travellers intend on visiting Canada in the next two years

Source: Global Tourism Watch 2017

Size of the target market

16M

Immediate potential ("very likely to visit Canada in the next 2 years")

10.9M

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CCYT Objectives

2018 CCYT Business Objectives

Growth through Tier 1 & 2 cities

Target a higheryield traveller

Increase off-peak & lesser-known travel

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CCYT Objectives North 12%

Opportunity Across the Board

BC 49%

AB 34%

SK/M B

40%

QC 38 % ON 58%

Atlantic 32%

INTEREST Breakdown by % of Chinese Traveller interest

Chinese Traveller Interest, By Destination

SEASON Breakdown by % of months visited

% of Trips by Month Visited

Additional VACs Offer Opportunity

Tier 1 Markets Total population 100M Full campaign

Tier 2 Markets Total population 115M Travel trade only

Jinan

Beijing

Shenyang Zhengzhou

Tianjn

Chengdu Kunming

Nanjing

Wuhan

Chongqing Shenzhen

Guangzhou

Shanghai

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Hangzhou

Xiamen

Traveller Profile: Target Identification

Niche Target Opportunities

The CCYT year gives us an opportunity to pilot activities that target these two niches in our EQ types, in addition to our identified target audience

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Families

As the importance of the family unit grows in Chinese culture, there is an increasing interest in spending more

time and money together, including in travel

There is an opportunity to promote family-friendly travel, supported by trade though packages and

incentives

Business Travellers

The high amount of business travellers visiting Canada presents an opportunity to grow new influencers in previously untapped circles

We'll use business events and conferences to improve Canada's influence in China's business world

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